不同決策模式下，具有抵換屬性的產品對於折衷選項的偏好;Preferences for compromise options of products with trade-off attributes under different decision-making model

NCUIR > School of Management at National Central University > Graduate Institute of Business Administration > Electronic Thesis & Dissertation > Item 987654321/92398

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Title:	不同決策模式下，具有抵換屬性的產品對於折衷選項的偏好;Preferences for compromise options of products with trade-off attributes under different decision-making model
Authors:	林天生;Lin, Tian-Sheng
Contributors:	企業管理學系
Keywords:	抵換關係;決策模式;偏好強化;認知需求;極端趨避;Trade-off;Decision model;Preference reinforcement;Need of cogniton;Extremeness aversion
Date:	2024-01-09
Issue Date:	2024-09-19 15:50:01 (UTC+8)
Publisher:	國立中央大學
Abstract:	本研究主以兩種實驗設計分別以一階段決策模式與兩階段決策模式作為操弄消費者決策模式之自變數，又以食物美味與健康的抵換關係及水壺容量與保溫效果的抵換關作為操弄題材，並探討消費者選擇是否因受到不同的產品選擇或是不同決策模式（一階段/兩階段）而有改變，進而對認知需求（認知需求高/認知需求低）、偏好強化（短期享樂觀念/長期永續觀念）抉擇之影響。研究結果，1.受試者不論在何種決策模式階段下，選擇較不會受到影響，選擇折衷選項的比重仍多過於極端選項。2.受試者兩階段決策模式下，產品具有抵換關係時，認知需求較高具有顯著影響，偏向選擇較為極端的選項。;Factors such as the number of options, their relationships, and descriptions directly impact consumers′ decision patterns and behavioral outcomes. This study employs two distinct experimental designs, utilizing one-stage and two-stage decision-making as independent variables to manipulate consumer decision modes. The study also explores whether consumers′ choices are influenced by different product options or decision model. Furthermore, it examines the impact of cognitive level and preference reinforcement on decision-making.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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